WSEAS Transactions on Business and Economics | 2026
Authors: Manala-O S.D.; Capulong C.M.; Limosnero J.M.B.; Lula F.V.; Abellana J.J.G.
DOI: 10.37394/23207.2026.23.24
Journal: WSEAS Transactions on Business and Economics
Year: 2026
Publisher: World Scientific and Engineering Academy and Society
Document Type: Article
Open Access: All Open Access; Gold Open Access
Cited by: 0
Although cancel culture is changing the dynamics between consumers and brands, little is known about what motivates Filipino consumers to act this way. Using the Theory of Planned Behaviour and demographic factors, this study examines factors influencing consumers' intentions to discontinue brand loyalty in the Philippines. Businesses must understand this growing form of social media activism. A quantitative design using PLS-SEM analysed responses from 385 participants across generations and regions. Results show that cancel intentions are strongly influenced by attitude, subjective norms, and perceived behavioural control. Notably, age and region, particularly younger consumers and those from Visayas and Mindanao, are strong antecedents. These groups are more susceptible to social influence, have stronger self-efficacy, and express more favourable views of cancelling brands. Recommendations include culturally sensitive reputation management and localized consumer sentiment tracking, with brands needing to align values and respond quickly with corrective actions. © 2026, World Scientific and Engineering Academy and Society. All rights reserved.
brand boycott; cancel culture; consumer behavior; Philippines; PLS-SEM; theory of planned behavior; uncanceling